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題名：置入性行銷新聞的第三人效果
書刊名：廣播與電視
作者：林育昇
作者(外文)：Lin, Yu-sheng
出版日期：2011
卷期：32
頁次：頁71-107
主題關鍵詞：社會距離；社會需要性；涉入感；第三人效果；置入式行銷；Social distance；Social desirability；Involvement；Third-person effect；Product placement
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:148
  • 點閱點閱:135
本研究主要研究問題在於探討閱聽人如何評價置入性行銷新聞之社會需要性以及在認知其影響性上是否出現第三人效果。並試圖檢驗閱聽人對自己與對其他閱聽人所受影響產生認知差距的原因與哪些影響因素有關？是否進一步影響閱聽人支持限制置入性行銷新聞？ 本研究以網路問卷進行調查，共回收315份有效問卷。研究結果發現閱聽人評價置入性行銷新聞傾向負面與傾向正面者約為1 比1，並證實閱聽人評價置入式行銷新聞的負面影響存在第三人效果認知差距，亦發現第三人效果認知差距愈強、認為對自己影響越小的閱聽人，會越傾向支持立法禁止置入式行銷新聞。
The present study aimed to examine the evaluation and the third-person effect of product placement in journalism. The hypotheses were proposed to examine the relationships among desirability of content, involvement, social distance, third-person effect and support for restriction of media. A computer-based survey was conducted and 315 respondents completed the questionnaire. The results of this study indicate that about 50% audiences tend to regard product placement in journalism as negative media content, the other 50% audiences tend to regard product placement in journalism as positive media content. Audiences perceive greater negative effects on others than on themselves. In addition, the results also show that “the third-person perception” and “perceive effect on self” are able to predictthe support for restriction of this media content.
期刊論文
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會議論文
1.胡幼偉(1997)。選舉新聞的第三人效果。臺北：中華傳播學會。  延伸查詢new window
2.劉于甄(2009)。置入性電視新聞的可信度與注意力研究。新竹。  延伸查詢new window
3.蕭肇君(2004)。置入式行銷對新聞專業的影響：市場新聞學下的專業性考察。澳門。  延伸查詢new window
4.Johansson, B.(2002)。Images of media power: The third-person effect and the shaping of political attitudes。Barcelona。  new window
學位論文
1.許淑華(2004)。2004年臺灣總統大選槍擊事件傳播第三人效應之實證研究(碩士論文)。世新大學。  延伸查詢new window
2.陳潔寧(2004)。支持監督犯罪新聞報導研究：傷害性影響與第三人效果之作用---以政策制定者以及執法人員為例(碩士論文)。輔仁大學。  延伸查詢new window
3.許美惠(2000)。電影中產品置入之廣告效果(碩士論文)。中國文化大學。  延伸查詢new window
4.吳倩慧(2009)。電視政論性談話節目的第三人效果研究(碩士論文)。國立政治大學。  延伸查詢new window
5.王馨敏(2008)。置入式行銷對廣告產業之影響研究。中國文化大學。  延伸查詢new window
圖書
1.鄭自隆(2008)。電視置入：形式、效果與倫理。台北。new window  延伸查詢new window
圖書論文
1.Salmon, C. T.(1986)。Perspectives on involvement in consumer and communication research。Progress in communication sciences。Norwood, NJ：Ablex。  new window
 
 
 
 
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